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Comcast Business is out of the boardroom and onto the links in a new campaign starring two-time major champion and 2021 Comcast Business Tour Top 10 winner, Collin Morikawa.

In its inaugural year as a partner of THE PLAYERS Championship, Comcast Business is launching a new campaign from Goodby Silverstein & Partners titled 'Powering Possibilities.' 

At the forefront of the multichannel push is Collin. The setting is the legendary Stadium Course at TPC Sawgrass, where Collin and his caddie, JJ, find themselves with an impossible lie. The only clear shot requires Collin to bank the ball off a Comcast Business van. 

What happens next is arguably one of the greatest hole outs in history. The tournament descends into chaos as the ball ricochets around the course. Even commentators Mike Tirico and Dan Hicks are helpless in tracking the trajectory of the shot. Along the way a golf legend and even an alligator make cameos. In the end, the action is really just a cleverly disguised showcase of all the technologies Comcast Business powers around the tournament.

Eileen Diskin, CMO of Comcast Business, explained why this is such a big moment for the brand. “THE PLAYERS is one of professional golf’s most prestigious championships,” she said. “This world-class event and venue provide the ideal showcase for our next-generation connectivity solutions and the perfect moment to tout our credibility as a global technology leader.”

The launch spot, 'Impossible Shot,' will be integrated into the tournament and into the broadcast as well. An on-course activation will challenge fans to replicate the most storied shots from THE PLAYERS’ 50-year history, along with the impossible shots that happen over the four days of the tournament. Comcast Business will also be sponsoring the 'Impossible Shot of the Day' as part of the NBC golf broadcast. “It’s a great way for us to be timely and give fans content they care about,” said Eileen. “Every time an amazing moment happens, Comcast Business is helping power it.”

The B2B campaign targets CIOs and business-technology leaders. Running concurrently, a series of humorous :15 social videos features people who are really good at their jobs but not so great at golf. 

“Comcast Business’s audience isn’t watching the tournament from a boardroom. They’re on their couch having a beer. We wanted to meet that mindset and have fun. They’re fans, and this is like a Super Bowl of golf,” said Jim Elliott, executive creative at Goodby Silverstein & Partners.

As 'Impossible Shot' airs, Comcast Business is also launching a new anthem spot titled 'Make the World Go Round.' The spot features companies that Comcast Business serves, like Dunkin’, Chase Centre, Taco Bell and Marriott Bonvoy. While the tone is different from the golf work, the message is consistent: Comcast Business is powering the world around us.  

“Our audience isn’t just interested in what we do - they’re also interested in who we do it for,” Eileen said. “We support the world’s biggest brands every day. When we’re able to show our audience the incredible brands who trust and work with us, it is very powerful and compelling.”